What Is Xandr?

Xandr is Microsoft’s advertising technology platform for audience segmentation, retargeting, and conversion measurement. Xandr Universal Pixel helps advertisers collect website and app activity for audience creation and campaign reporting. This starter kit sends supported commerce and funnel events to Xandr using Universal Pixel request parameters. The integration uses the Xandr sync to retrieve the Xandr user identifier needed for event matching.

Product Type: Advertising

Integration Type: Starter Kit & ID Sync

Event Source Type: Web and/or Mobile Browser

Event Scope: Full-Funnel Events

Capabilities

Sends Universal Pixel events to Xandr for audience and conversion workflows
Supports page, product, checkout, payment, and purchase events
Maps product identifiers, names, categories, currencies, and values where available
Uses Xandr synced identifiers for user matching
Supports consent-aware Xandr sync behavior for regulated regions

Considerations

The Xandr UID must be present and valid for events to be sent
Events without a resolved Xandr UID are filtered out before delivery
Microsoft requires consent signals for applicable users in the EEA, UK, and Switzerland
Missing consent signals may affect audience and conversion processing in regulated regions
Event parameter values should be kept short because Xandr enforces parameter length limits
URLs and referrers may exceed Xandr parameter limits and should be reviewed before launch
Product names are shortened to 100 characters for checkout and purchase events
In our testing, requests above ~20,000 characters in the URL began to fail. While this isn’t a formally documented limit, it may be a practical constraint to consider when using this integration.
All values must be URL-encoded and arrays pipe-delimited.
One request per event; batching not supported.
Complex lists, such as product lists, must be pipe-delimited.

Limitations

Each event parameter value has a maximum length of 100 characters
Events cannot be sent when the Xandr UID is missing or set to 0
The integration does not support batching multiple events into a single request

Identity Sync

Sync Available: Yes
Required for Starter Kit: Yes
Prerequisites: N/A
Documentation: See Additional Xandr Sync Documentation

Sync Details

Retrieves the Xandr UID used for event matching
Stores the UID and formatted cookie value for server-side event delivery
Supports retry behavior when the sync attempt fails
Includes consent-aware behavior for supported privacy frameworks

Starter Kit Setup Guide

1. Deploy the Xandr Sync

To collect the sync values, you must implement a Xandr ID sync. Refer to the following documentation to complete the setup: Xandr – ID Sync Guide.

2. Gather Credentials

PIXEL_ID — Create or locate the Universal Pixel ID in Xandr.

3. Add a Xandr Integration

From the integration library, add a Xandr integration. Then, fill out the Connection Parameters:

Connection Parameter	Description
`PIXEL_ID`	Xandr Universal Pixel identifier used to route events.

4. Configure Event Mapping

MetaRouter provides all of the event mappings that Xandr integrations typically require. You may add custom events, parameters, or mappings in accordance with Xandr’s API documentation.

5. Deploy to Pipeline

In the Pipelines tab, add your Xandr integration.
Select the correct integration revision
Click Add Integration to finalize deployment.

Event Mappings

Global

Global mappings will be applied to all events. If your parameter names do not match the Expected Inputs provided, you will need to overwrite the Inputs provided with your own.

Output Key	Description	Expected Input
`pi` Required	String: Xandr Universal Pixel ID.	`$$PIXEL_ID$$`
`script`	String: Indicates non-script pixel delivery.	Enrichment – hardcoded value `'0'`
`et`	Integer: Event timestamp in milliseconds.	Expression – generate timestamp in milliseconds
`u`	String: Page URL associated with the event.	`context.page.url`
`r`	String: Referrer URL associated with the event.	`context.page.referrer`

Event Specific

Page

Output Key	Description	Expected Input
`e`	String: Xandr page event name based on page path.	Expression – return `'LandingPage'` for `/`, otherwise `'PageView'`

Product Viewed

Output Key	Description	Expected Input
`e`	String: Xandr item view event name.	Enrichment – hardcoded value `'ItemView'`
`ii`	String: Product identifier.	`properties.product_id`
`in`	String: Product name.	`properties.name`
`itp`	String: Product category.	`properties.category`
`c`	String: Uppercased currency code.	`properties.currency`

Product Added

Output Key	Description	Expected Input
`e`	String: Xandr add to cart event name.	Enrichment – hardcoded value `'AddToCart'`
`ii`	String: Product identifier.	`properties.product_id`
`in`	String: Product name.	`properties.name`
`itp`	String: Product category.	`properties.category`
`c`	String: Currency code.	`properties.currency`
`va`	String: Product value calculated from price and quantity.	Expression – multiply `properties.price` by `properties.quantity`

Checkout Started

Output Key	Description	Expected Input
`e`	String: Xandr checkout event name.	Enrichment – hardcoded value `'InitiateCheckout'`
`ii`	String: Comma-separated product identifiers.	Expression – join `product_id` values from `properties.products`
`in`	String: Comma-separated product names shortened to 100 characters each.	Expression – join shortened `name` values from `properties.products`
`itp`	String: Comma-separated product categories.	Expression – join `category` values from `properties.products`
`va`	String: Checkout value.	`properties.value`
`c`	String: Uppercased currency code.	`properties.currency`

Payment Info Entered

Output Key	Description	Expected Input
`e`	String: Xandr payment step event name.	Enrichment – hardcoded value `'AddPaymentInfo'`

Order Completed

Output Key	Description	Expected Input
`e`	String: Xandr purchase event name.	Enrichment – hardcoded value `'Purchase'`
`ii`	String: Comma-separated product identifiers.	Expression – join `product_id` values from `properties.products`
`in`	String: Comma-separated product names shortened to 100 characters each.	Expression – join shortened `name` values from `properties.products`
`itp`	String: Comma-separated product categories.	Expression – join `category` values from `properties.products`
`va`	String: Purchase value.	`properties.total`
`c`	String: Uppercased currency code.	`properties.currency`

Required & Recommended Identifiers

These identifiers must be mapped to Xandr in order for successful user matching to occur. Without these IDs, any events sent to Xandr may not be accurately reflected in reporting.

Attribute	Example	Sync Injector Required?
`context.providers.xandr.uid` Required	`abc-123`	Yes
`context.providers.xandr.uid2` Required	`uuid2=abc-123`	Yes
`PIXEL_ID` Required	`my-pixel-id`	No

Integration Validation

Trigger a test event through the Xandr integration.
In Xandr, review Universal Pixel activity for the associated pixel.
Confirm expected event activity is visible for the tested pixel.
Confirm the expected event parameters and values are present where available.
Validate that no consent, authentication, or request-size issues are preventing delivery.

Additional Xandr Documentation